The way that creativity is delivered to consumers has changed dramatically, opening up amazing possibilities.

Since taking the marketing reins at Mastercard, Raja Rajamannar has shifted the focus from talking at consumers to conversing with them through “Priceless” experiences.

Research shows consumers to value experiences over things; they’re buying vacations instead of material possessions, for example, and going to inventive restaurants that will create memories. As part of the Creative Innovation series in partnership with Cannes Lions, Raja Rajamannar spoke of the latest brand experience his team built, featuring professional golfer Graeme McDowell talking through his approach to the 17th hole at TPC Sawgrass.

“It is the first time that VR, AR and commerce have been brought together.”